Wil Reynolds

Marketing in Your Sleep: How to Build Links, Engagement, Mentions & Shares with Big Content

Transcript

1. Marketing in your SLEEP Photo Credit: resaka
2. Content marketers have become
5. “I woke up to produce content no one wants”
6. eBay - 32,000 Employees – 7 shares
7. Comcast – 115,000 employees- 12 shares
8. Could have done
13. OR
18. Death to the content calendar https://www.flickr.com/photos/chrisschoenbohm/
19. 1 man band https://www.flickr.com/photos/qsimple/
21. What content can I produce? Where do I start? Audiences? Personas? Keyword research? Twitter research ? FB research? Or…
22. Send a TWEET!
23. If you could ask your financial data any question, what would it be?
24. Lead to this…
28. Refused
30. “7 ways to…” Get you to click on this headline
31. Do I tip well?
33. Content Calendar?
34. 1 year later 15 person team
35. Content https://www.flickr.com/photos/davidz New Lens
36. Content is too easy Content is a commodity
37. 36,000 articles
38. Do 1 thing well https://www.flickr.com/photos/lwr/
39. Give it away now
40. @iamchrisle
41. @iamchrisle
42. @iamchrisle
43. @iamchrisle
44. The REAL Win…
45. @iamchrisle
46. 46 http://bit.ly/kw-competition
48. Improves Moz Tools? Win for SEER + ALL of YOU!
49. Not Sold?
50. Our site’s traffic
52. 52 Sep 1 2012 –Jun 21 2014 545,235
53. Where am I going?
54. 54 Well….
56. 56 Impact of Sustainable Content
58. 58 Duration: 60 days Users: 294,000 Investment: 200+ hrs $15,000
60. 60 Duration: 660 days Users: 292,000 Investment: 0 hrs
61. Every day it gives answers
62. Answers a curiosity
63. Gets Re-Discovered
64. ZERO EFFORT Since Launch!
65. Surprise! Social Pickup!
66. Surprise! Google Pickup!
67. While I was sleeping https://www.flickr.com/photos/coriehowell/
68. I’m Addicted
72. Dr Pete Moz
74. Big content is a BARRIER to ENTRY @dr_pete
75. DRIVE A WEDGE!
76. 1 Question: If your content was removed from the web, would anyone miss it?
78. D Unicorns & Rainbows
79. The experience
80. 80 Failed #RCS
81. Slow down learn the JOURNEY
82. http://www.flickr.com/photos/theenmoy
83. http://www.flickr.com/photos/theenmoy
84. You job is not over when something RANKS!
86. http://www.flickr.com/photos/theenmoy
87. http://www.flickr.com/photos/theenmoy
88. Ranking, but not working, how do you know?
89. Choose Your Own Adventure
90. Keep Alive?
91. OR?
92. Decisions, Decisions
93. Do I have a good data set? Is this a problem worth solving? Occasional Use? Daily Use? Is this better than what exists? Did I overdesign the solution?
94. This CAN help people make better decisions CHOOSE: stick with it. What’s next?
95. Make a 20% oopsbudget
96. © 2014 SEER Interactive | All Rights Reserved page 96 Usertesting.com
97. Inspectlet.com
102. Mobile Pinch + Zoom
104. Left over money?
106. Switch Gears
107. Obsession with “get money”
108. 108 Links get money @McGswagg
109. 109 8 Quote Requests 1.08% Conversion Rate
110. 110 20 Quote Requests 1.37% Conversion Rate
111. 111 8 Quote Requests $1,600 20 Quote Requests $4,000
112. 112 15 Quote Requests 0.62% Conversion Rate
113. 113 54 Quote Requests 4.73% Conversion Rate
114. 114 0.62% Conversion Rate $3,000 4.73% Conversion Rate $10,800
115. Useful #RCS that is not findable
118. Doesn’t Rank
119. Secret for you People LOVE it
120. This is PRECISELY why SEO is NEVER EVER Going to die
121. We have no coupons e-commerce site
123. Jan 2012 – Sep 2014 $2.8M x 7% (commission) $196,000
124. 124 That doesn’t include the $$ from assets, increased rankings, assisted conversions etc.
125. Thank god for Six Flags!
126. Fun Tip: Email targeting w/ cancel page Sign up email
128. Subject line targeting
129. Subject line targeting
130. Fun Tip: Cancel Query Targeting Competitor Frustration
131. Email targeting w/ cancel page sign up email
132. Email targeting w/ cancel page sign up email
135. Target pages in GDN Don’t use the comp. name in ads Target pages ranking well about Comcast/Sky Search Companion Ads Search-GDN
136. Enterprise content to drive conversions & ease frustrations @chadgingrich
137. Helping Customers in your SLEEP https://www.flickr.com/photos/coriehowell/
138. http://www.flickr.com/photos/theenmoy
139. http://www.flickr.com/photos/theenmoy
140. http://www.flickr.com/photos/theenmoy
141. THANK YOU! @wilreynolds